Competitive Edge - Sports & Entertainment Marketing News

Hellmann’s Super Bowl debut enlists Amy Schumer to address food waste


Hellmann’s is the latest among a growing group of newcomers to the Super Bowl that not only have seen higher sales growth during the pandemic, but also want to showcase a commitment to social responsibility. 

Parent company Unilever, one of the world’s biggest advertisers with brands including Dove soap and Lipton tea, is banking on the Super Bowl’s large audience and the popularity of Schumer to support Hellman’s recent sales momentum resulting from how the pandemic has driven changes in shopping habits.

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Discussion Questions:

  1. Why do you think Hellmann’s chose this year as the first time to advertise during the Super Bowl?
  2. What is cause related marketing?
  3. Do you think this campaign from Hellmann’s represents an example of cause related marketing? Why or why not?
  4. What do you think Hellmann’s hopes to communicate to consumer with this Super Bowl spot?
  5. Why do you think they chose Amy Schumer to represent the brand for this campaign?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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